Ekta Kapoor Brings Her Drama To YesMadam’s New Campaign

Ekta Kapoor Steps Into Advertising

For decades, Ekta Kapoor has been synonymous with high-voltage television drama. From Kyunki Saas Bhi Kabhi Bahu Thi to Kasauti Zindagi Kay, her iconic shows defined an era of Indian entertainment. Now, she is stepping into a different spotlight, teaming up with YesMadam for a witty campaign that merges her TV persona with the brand’s salon services.

The ad begins with Kapoor expressing frustration at ads constantly interrupting her shows. In a tongue-in-cheek twist, she decides to direct one herself. Sitting across from Akanksha Vishnoi, co-founder of YesMadam, Kapoor listens to a pitch on Korean beauty services but cannot resist adding her trademark drama into the mix.

A Self-Mocking Turn

The campaign plays on Kapoor’s television tropes with a humorous edge. She jokes about hiring a writer who can churn out a thousand episodes a day and teases Vishnoi about YesMadam’s single-use product policy by referencing her own habit of recycling storylines.

Initially, the film feels understated compared to Kapoor’s usual style, with little drama or suspense. But just as viewers settle in, she sneaks in her signature background score, instantly bringing the nostalgic feel of her TV sagas. It is a clever nod that seals her stamp of approval on the campaign.

Blending Culture And Beauty

Conceptualised by The Ridikulus, the ad highlights YesMadam’s wide range of salon services, from Korean glow facials to manicures, waxing, and body polishing. By pairing Kapoor’s legacy with the global popularity of Korean beauty, the campaign aims to strike a chord with both nostalgia-driven audiences and beauty-conscious millennials.

Akanksha Vishnoi described the collaboration as a cultural bridge. “With this campaign, we wanted to merge the wave of Korean beauty with Ekta Kapoor’s identity as the queen of drama. Ekta was the perfect partner to bring humour and relatability, and the response has been overwhelming,” she said.

A Brand Known For Bold Moves

YesMadam has made a habit of pushing boundaries in its campaigns. From sparking controversy with a faux employee termination stunt to mocking the 90-hour workweek comments of L&T chairman SN Subrahmanyan, the brand has repeatedly tapped into topical conversations with satirical flair.

Bringing Ekta Kapoor on board continues that streak, adding another viral moment to its portfolio. While some may have wished for more melodrama, the campaign stands out for its witty self-awareness and clever blend of tradition and modern beauty trends.

With Kapoor’s touch, YesMadam has turned a beauty service campaign into a cultural talking point, making sure it leaves a mark well beyond the salon space.

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